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Similar to Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
- 1. How To LeadWebsite Visitors To Water AND Make Them DrinkThe Complimentary Relationship of SEO and CRO
- 2. AgendaIntro to SEOand CROThe Buying CycleThe Four PersonalitiesHow Personas and The Buying Cycle Influence Search KeywordsFive Pillars of Conversion OptimizationContinually Improving Your Website
- 3. Great Websites AreLike Great Sales PeopleWebsites are not Marketing.Traditional Sales & Marketing RolesMarketing Drives Traffic (Search Engine Optimization)Sales Converts Traffic (Conversion Rate Optimization)Websites are SalesHow do Great Sales People really work?Figure out who they’re talking to.Make them feel ComfortableDiscovers their needs & motivationsHelp Them (Provide Information & Options)Asks the Buying Question (When its most effective).What does she do with Marketing Collateral?
- 4. Doing things toget your website as high as possible in the search resultsPay Per ClickPay Per ClickseOverflow ClientOrganic ResultsWhat Is Search Engine Optimization?
- 5. What Is ConversionRate and CRO?The percentage of visitors that take a desired action. Conversion Rate Optimization (CRO) is the process of increasing that percentage.If your website does not convert well, the money you spend on generating traffic is wasted.SEOAffiliatesContent MarketingPaid Search, DisplayIt is cheaper to increase conversions on existing traffic than to buy more traffic
- 6. The Financial Impactof Conversion Rate OptimizationMoving from 2% to 3% conversion rate equals almost $500,000 more in annual revenue!Average website order size = $200
- 7. Why Do SEOAnd CRO Work Well Together?Organic traffic tends to be “good” traffic with higher rates of “intention”.SEO can be expensive, and CRO ensures that ROI is maximized.With recent changes to Google (Panda), some conversion rate factors are now search ranking factors.
- 8. The Buying DecisionProcess
- 9. 4 Dimensions OfA Sale
- 10. 4 Personality TypesCompetitiveWhyare you the best?What can you do for me?SpontaneousHow can I get what I need fast?Can you help me narrow down my choices?HumanisticWho uses your products?Who are you?MethodicalHow does it work?What proof do you have?QuickVs.SlowLogical vs. Emotional
- 11. Intersection of Personalities& Buying Decision
- 12. Search Engine Trafficand the Buying CycleYour Keywords Matter
- 13. Keywords Are TheFoundation Of SEOKeyword researchKeyword and site architecture planningKeyword rich contentKeyword rich links
- 14. 80/20 Rule ForKeywords80% of keywords are Informationalsearching involves looking for a specific fact or topic10% of keywords are Navigationalsearcher seeks to locate a specific web site10% of keywords are Transactionalsearcher looks for information related to buying a particular product or servicehttp://www.sciencedirect.com/science/article/pii/S030645730700163X - Penn State Study
- 15. Keyword Value(thanks toAaron Wall of SEOBook for this image)
- 16. A Google StudyOn Converting KeywordsSource: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/ads/techb2b_news.pdf
- 17. When Creating YourKeyword StrategyUse keywords relevant to various stages of the buying cycleA user captured early in the buying cycle can be nurtured into a sale – most likely Informational type keywords.Make sure the ‘intent’ of the target keyword is represented in your content
- 18. Conversion Rate OptimizationMaximizeROI From Your Website Traffic
- 19. The Secret ToIncreasing ConversionsReduce “Friction”Answer the Basics FIRSTWho are you?What do you do?What does it mean to you.Make the Website a Sales Person
- 20. The 5 Pillarsof Conversion OptimizationUsabilityPersuasionDesignNavigation and Information ArchitectureContent
- 21. Usability10 Usability Questionsfor EVERY PageFrom a User’s PerspectiveDoes it load quickly?Is the purpose clear?What does the user call it?Is it consistent?Is it standard?Do I have a good reason for straying from the standard?Does it work?Are elements displayed in priority order?Is there a clear call to action?Is it confusing?
- 22. Avoid common pitfallsPogostickingVisitors can’t find what they need; they return to the home page to try againLinkitusVisitors don’t know where the links lead; they click around to find what they needWindows a plentyVisitors get lost with too many separate windowsRoach motelsVisitors get frustrated with dead end pages with no way to go back (PDFs)
- 23. Does content display?Beforeyou optimize content, do cross browser testing to make sure people can see it Great resource: http://crossbrowsertesting.com/
- 24. Do pages loadquickly?Even tiny lifts in page load times impact conversionAmazon sales fell by 1% for every 100 millisecond increase Great resource: http://www.webpagetest.org/compare
- 25. Form Usability12% ofpeople try to submit “Site Type” without selecting an option 25% of “Dropped Forms” occur at “Site Type”40% of submits are without a utility.202% lift form leadsTheir next ¼ results
- 26. PersuasionPersuasion is a“Conversation” between the website and the visitor that convinces them to take action.Website.com– “Register for a 30-Day Trial of our Software”Visitor – “I get a lot of SPAM. Why should I give up personal info? How hard is it to set up?”Website.com– “Simple to Install & Configure with Full Trial Support. Used by 2000 small & medium sized businesses. View our Privacy Policy”.
- 30. Design (Look &Feel)Look and Feel relates to the overall visual impression people have of our website. People judge books by their covers. We have a few seconds after they land on our website.Five Elements of Look and FeelDesignColorGraphics & PhotosLayoutSound & Motion
- 33. Navigation& Information ArchitectureNavigationrelates to all the buttons and links people use to find information on the website.Greatest source of “Friction”Improve Navigation by Asking These QuestionsCan I tell if it’s “hot”?Is it clear what I will find if I click?Is navigation consistent across pages?Does my navigation use my target audience’s words?Is my navigation persuasive?Do people know where they are on the website?Do I have important & relevant information when its being looked for?
- 36. ContentOrient, Inform, Satisfythen Sell.Is copy scan-able and skim-able?Is grammar & spelling correct?Does copy address my target personas’ needs and questions?Does copy lead through the buying process?Does copy incorporate SEO keywords?Do links create interest and pull people through my site?Are calls to action relevant and clear & well placed?Does copy match the brand & marketing message?Does copy focus on benefits instead of features?Does copy “we we” all over itself? Jargon much?
- 37. Other Conversion OptimizationAssetsChatReviewsFormsCartTestimonial VideosLive DemosRecorded WebinarsWhite PapersData SheetsCase StudiesCustomer Service
- 38. Use Hindsight AsA Super Power !QuantitativeAnalyticsHeat-mapsCRMsQualitativeUser TestingSurveysScreen Recordings
- 39. Start with biggerimpact itemsReduce clutterMake headlines more relevantStrengthen copy that appears closest to imagesTry a more compelling offerTest trust factors (e.g., testimonials, awards, security badges, phone numbers, etc.)Ensure calls to actions follow best practices (i.e., copy, placement, contrast and color)Use more engaging imagery
- 40. Start With ‘Entry’Pages Start with Bounce Rate of top 3 entry pages.Need to answer 3 questions is 3 seconds:Who are you?What do you do?What does it mean to me?Watch the fold, but don’t be afraid of it.15% Bounce Rate & the majority of clicks are belowthe fold.
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- 42. Bottom-up Approach20%When Cart/FormConversions Look BadThe Straw effect?When Cart/Form Conversions Look GoodWeeded success?65%
- 43. Continuous ImprovementConversion Optimizationis good, performed on a continuous basis, it is better! Seeks "incremental" improvement over time.Site user experience is constantly evaluated and improved.
- 44. Continuous Optimization con’tAvoids Crisis (Good, Fast & Cheap)Shows an immediate benefitDoesn’t disrupt customers Costs less with cost spread over time.Tested & optimized along the way.Agile & flexible
- 45. Continuous Improvement CaseStudyOrganic Search Conversion Rate Increase: 167%Overall Conversion Rate Increase: 63%
- 46. Continuous Improvement CaseStudyConversion Rate Increase: 129%Cost Per Acquisition Reduced: 48%Homepage Bounce Rate Reduced To: 15.62%
- 47. Some Tools ForConversion OptimizationOpen Hallway
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- 90. Omniture Test &TargetMike Belasco @belascoseOverflow – SEO Agencywww.seoverflow.com@seoverflowmike@seoverflow.com Starting at $1250 per monthConversionIQ – Conversion Optimization Agencywww.conversioniq.com@conversioniqmike@conversioniq.comStarting at $695 per month
Editor's Notes
- #9 People rationalize buying decisions with facts but make decisions to buy based on feelingsFlip side of selling process but operates in tandem with selling processThe series of steps visitors go through consciously or subconsciouslyA website must present opportunities for the visitor to satisfy each step
- #10 Need – critical to necessary to luxuryKnowledge – what does one need to know in order to be able to buy your product, remove confusion and friction
- #41 Low hanging fruit first, then bottom up approach
- #43 You’ve got a low site conversion rate, what is the problem….Look at the cart… If conversions through the cart are bad, thing is, your cart maybe pretty goodBut… the experience was so bad b4 the cart, and that one little issue with the cart was the straw that broke the camels back…Let’s take another scenartio where the conversion rate through the cart is good, but Remember that your conversion rate is still low… Only the most determined visitors are making to the cart so of course they convert wellOnce you improve the experience before the cart, more people will get in the cart but may not convert as wellNow the cart needs to be optimized for less motivated people